Celebrity Credibility by Fuzzy Set Qualitative Comparative Analysis (fsQCA) and Regression Analysis
Previous studies on reading habits overlooked the potential role of celebrities in reading books. This study assesses how celebrities influence young people to purchase books. The study, which is based on the fsQCA, helps to reveal some of the subtleties related to the intention of young people to p...
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| Veröffentlicht in: | Global business review 2024-02 |
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| Hauptverfasser: | , |
| Format: | Artikel |
| Sprache: | eng |
| Online-Zugang: | Volltext |
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